After tapping stars like Justin Bieber, Martha Stewart, Snoop Dogg, and Kristen Schaal for humorous ads during last year’s Super Bowl, T-Mobile changed things up this year and went with a more serious ad.
T-Mobile’s Super Bow LII ad is titled “#LittleOnes” and features actress Kerry Washington speaking over a lullaby-style cover of Nirvana’s “All Apologies”. The video pans over several babies with showing different emotions as Washington recites the following:
“Welcome to the world, little ones. Yeah, it’s a lot to take in, but you come with open minds and the instinct that we are equal. Some people may see your differences and be threatened by them, but you are unstoppable. You’ll love who you want; you’ll demand fair and equal pay; you will not allow where you come from to dictate where you’re going. You will be heard, not dismissed. You will be connected, not alone. Change starts now.”
In an announcement for the ad, T-Mobile CEO John Legere explains that T-Mo had “another big spot” planned for this Super Bowl like the star-studded ads from last year, but that T-Mobile ultimately decided to go a different route.
“We’re a brand built on listening to our customers. Customers who are heard, not dismissed – diverse customers all across the country from every region, economic class, race, sex, creed, gender identity, sexual orientation,” Legere explains. “Our customers are America. And there’s a more important conversation they’re having right now. And that’s what this year’s Super Bowl ad is about.”
What do you think of T-Mobile’s #LittleOnes Super Bowl ad?